With an ever-changing world, which comes with ever-changing technology, if you aren’t on social media, you tend to get left behind. That is probably putting it nicely. You may even get forgotten altogether! I am sure you have heard the phrase “it’s not official until it’s Facebook official.” People use social media to make serious announcements and celebrate milestones. I once took a break from Facebook for about five months and I basically fell off the grid. I missed parties, family photos baby announcements and much more. Not many people cater to the I’m-not-on-social-media person because that is such a minority of people now.
This type of mentality is not going to change. Everyone is becoming more and more connected and that is mostly via the internet. And, for businesses and associations, you must have an “if you can’t beat them, join them” mindset regarding social media or you have just put yourself out of the game.
Let’s say your association has already setup their various social media accounts. What now? How do you provide value to your audience? What are some things that will actually draw them to your page and keep them coming back?
The best thing to appeal to a high quality audience is high quality content. First, you have to figure out what content is important to your audience. You must tailor your content to your industry by finding out what your members are talking about. Don’t shy away from hot topics, either. Look to various resources for different perspectives and fresh takes on issues.
It can be a challenge for associations to supply consistent posts to their social media platforms. Finding the time or person that will take over the role of monitoring the association’s social media accounts can be difficult. However, as stated earlier, it is critical that your association is engaging with members on social media. Your association does not have to come up with original content for each post. Include a link to an article about an issue related to your industry, post reports, photos or a simple quote. However, vary the content so that each post isn’t a link to another site. Remember to tailor your content to any current trends in the industry or media that may be relevant topics to address. If members are already talking about it, you have them warmed up to continue the conversation.
But Where is the Content?
It can be much easier said than done when told to provide quality content. Now you know this is what members want but where do you find it? And how do you find it efficiently so you don’t spend all day combing the web? You can setup Google alerts through the news tab and narrow it down to the keywords in which you are interested in receiving content. You can have alerts emails to you multiple times a day, if desired. This will pull from all types of sources that include the keywords you select. Be sure to subscribe to industry blogs that are valid sources but never pull content from the same source all the time. If you do that, your audience will then just go directly to that site for the information. As always, monitor your results. This will help you see what content evokes the most engagement from members and what they are most interested in hearing about.
There are many places you can go to collect valuable information to then provide to your members. You just have to spend a little moretime gathering that information if you are newer to marketing your association on social media. Is your association currently involved in providing consistent content on social media? If not, what are some obstacles preventing you from doing so? I would love to hear your responses and questions.